Zhejiang Province Launches Initiative to Enhance Tourism via Digital Cultural IPs

Zhejiang Province has initiated a program to leverage digital cultural intellectual properties for boosting its tourism sector.

Ten departments, including the provincial departments of culture, radio, television, and tourism as well as the cyberspace administration, have jointly issued an implementation plan to promote the integrated development of "Digital Cultural IP + Cultural Tourism Consumption."

The plan outlines a strategy to foster the comprehensive cultivation, multi-scenario application, and cross-sector empowerment of digital cultural IPs, aiming to cultivate new growth points in cultural tourism spending.

It identifies four key action areas, with a specific focus on enhancing tourism through digital cultural IPs.

The initiative seeks to capitalize on Zhejiang's dual strengths in the digital economy and its rich cultural and tourism resources.

The goal is to nurture a group of highly market-recognized IP-tourism integration benchmarks with clear implementation pathways.

This effort aims to establish a new development model characterized by digital IP leadership, tourism scene application, consumption value realization, and a complete industrial ecosystem.

The plan specifies support for introducing high-quality digital cultural IPs from games, animation, audio-visual content, and esports into local scenic spots and resorts.

This will involve deep development of projects such as immersive theaters, live-action role-playing experiences, offline real-world games, and VR/XR virtual interactive experiences.

The objective is to build a complete chain from IP scene implementation to immersive experience conversion and finally to IP derivative consumption.

Furthermore, the "Drama Travel Zhejiang" action plan will be deepened to integrate film, television, web series, micro-short dramas, documentaries, and variety show IPs more closely with tourism routes, real-world experiences, and derivative product consumption.

Local areas are encouraged to develop projects around popular film and TV works, such as location check-in tours, scene replication experiences, and immersive script-based tours.

The initiative also promotes the creation of multi-day tour products like "Digital Cultural IP Mystery Tours" and themed travel routes for family education, research trips, and trendy destination visits.